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Collaboration – A key to Building Brand Value

Hankook Tire has built strong trust for over 80 years in the global tire market by producing high-quality tires centered around passengers' safety. Based on this resounding fact, Hankook Tire is building depth to its unique code and brand vision that translates to being loved by all beyond the automotive industry, and collaboration work with other brands is one example. Here are some of the examples that embody the value of Hankook Tire with fresh and exciting content to create linkage with the customers.

Brand Collaboration 1

Expansion of the customer experience, entertainment that stimulates all senses : Made in HANKOOK

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  • Future technologies, strategic and collaboration products were displayed at ‘Made in Hankook’

In October 2021, Hankook Tire held a pop-up exhibit at the brand showroom "Peaches DONE" to display the brand's unique design elements, innovative technologies, and future visions to the public. The exhibition, Made In Hankook, directly translated the company's pride in representing Hankook (Korea in the native language).

First, Hankook Tire, at the Future Design Street area, unveiled several outcomes of the researches and product developments, including transforming tires and airless tires for the mobility platform HPS-Cell, a result of the collaboration between the Design Innovation and The Next Driving Lab (TNDL). In the Art & Tech Street area, essential focus products, including Ventus and EV tires, which are expected to become the center of the future of mobility, were displayed. Especially the off-road tire, Dynapro, was shown with an agile and active off-road driving atmosphere, helping customers feel the excitement of dynamic driving. These exhibits display Hankook Tire's unique technologies that satisfy all senses beyond what meets the eye.

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  • Specially designed tire-shaped donuts and souvenirs in collaboration with Knotted

Furthermore, the Co-operation Street area displayed even more collaborations with various brands, and the food and beverage section completed a multi-dimensional experience for customers. Concept tires and unique shoes created from the partnership with Vibram, a premium outsole brand, and the clothes and goods produced from the collaboration with Peaches are examples. These exhibits enabled consumers to experience Hankook Tire's values and future technology naturally through all senses.

Brand Collaboration 2

Making shoes with tires?
Upcycling for a sustainable future

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As the company grows and marketability increases, the need for corporate social responsibility through sustainable management also rises. Being included in the Dow Jones Sustainability Index for five consecutive years is a testament to Hankook Tire’s efforts to live up to the social responsibility asked of it.

The key is answering how to recycle the tires after their time spent on the road. Although the waste tires have been used in various traffic safety equipment and fuel for cement production, Hankook Tire contemplated the best ways to repurpose the material that can be used in our daily lives.

*Dow Jones Sustainability Index (DJSI): An investment index that comprehensively evaluates a company's economic performance, environment, and social sustainability.

: From a reliable companion on the road to a fashion statement that puts rhythm in your steps

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The outcome of striving for sustainability is the collaboration between , Hankook Tire and YASE, a footwear brand. Together, they created upcycled shoes from waste tires. The tires that ran on the road are upcycled to reappear again as the outsoles of shoes. Consumers who may not have had a direct encounter with tires have now been in contact with tires in a medium called fashion.

The project name is Zero. Adhering to its name, we left nothing behind by using vegan leather for the exterior, eco-friendly material made from 100% sugar cane for the packaging, in addition to the outsole. This collaboration project is even more meaningful as it realizes the social values that align with the consumer trends of the MZ generation that prefers more value-conscious consumption.

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HANKOOK X YASE 2021 FW ‘Zero’. Derby shoes and Chelsea boots are available.

Brand Collaboration 3

Camping, another pleasure that driving provides

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: ‘Driving Emotion’
Wherever you go, Giving you the best experience beyond the drive

Tires don’t just run on a flat and smooth surface. It faces many road conditions, including slippery roads, mud, snow, rocks, and much more. With the five R&D centers located globally, Hankook Tire conducts product research and development that satisfies the driving conditions and habits of the drivers to produce tires that deliver safety and ride comfort in each of the regions. With this will and effort, the brand slogan was named the Driving Emotion.

: Driving Together
Camping supplies that heightens camping quality

The aim of the collaboration with drpdrpdrp, a fabric brand known for its playful and lively patterns, is to provide a more enjoyable experience within the "Driving Emotion" theme. This project imagined connecting the tires' mobility for going on a camping trip and all the camping gear. The collaborated goods that embodied the brand identities from Hankook Tire and drpdrpdrp were introduced through a crowdfunding platform, Wadiz.

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  • There are two colors available for the “In-and-out multi-chair,” and diverse colors for the “In-and-out blanket”

We created multi-chairs and blankets with unique patterns to embody driving the tires' dynamic and speedy nature and the radiant energy associated with travel and camping. The pattern is called Driving Together, which shares the three design elements; the unique pattern of drpdrpdrp, tire treads, and the letters H and K from the name Hankook. These types of merchandise are meant to elate the Driving Emotion to get even closer to the consumers.

Hankook Tire is giving its brand value even more depth by elaborating the values and sensations pursued by the brand with distinct contents to permeate with the consumers’ daily lives. We will evolve as a friendly and yet, dynamic high-tech tire brand alongside our customers for the next 80 years and beyond.